Today on my twitter feed, I came across a new startup Buttalks – an underwear subscription service for men, first of its kind in India. I found it interesting for someone to venture out into a field that is so different and challenging. Curious to see what they offer, I visited their website and found it to be quite simple and straightforward.

But the minute I tried to fill up the form and hit submit, I ran into a problem. I was confused over which button to click and where to go next. So I decided to do a full design and copy critique/review of the website and share it here.

Whenever you design a product, there are two important things that one needs to remember to get the user experience right. How the user is going to perceive the product logically vs emotionally.

The reason I bring up these two are because how our brains have developed over the years. We have a logical part of the brain which has developed over the past 10000 years and then the emotional part of the brain which has been trained and developed over millions of years.

The Emotional part of the brain instantly detects and selects information as summaries that is potentially interesting for further analysis. Whereas the logical brain can only process at a slower rate and progressively but can give precise answers.

I am Srinivasan Rangarajan, (AKA) cnu. I love talking about Technology, Startups, Product Design, Marketing and related stuff. I have helped many startups build and scale their SaaS products to millions of users. Currently I head the Engineering Team at Mad Street Den.